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- From online direct-to-consumer to nearly 1,000 stores
- “Made Better”: a large-scale out-of-home campaign
- How the campaign fits the brand strategy
- Product development as a competitive edge
- A creative shift: lifestyle imagery and influencers
- Why out-of-home still matters to brands
- Early experiments and lessons
- Retail and industry moves worth noting
- Recent coverage highlights from the space
Caraway is moving from a digitally native startup to a brand you can spot across the city. Its founder says the company is ready to get louder, and the new marketing push is designed to do just that.
From online direct-to-consumer to nearly 1,000 stores
Founded six years ago, Caraway began as a direct-to-consumer cookware company. It now sells in almost 1,000 retail locations and on Amazon. The brand says its products have reached more than 2.5 million households since launch.
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- Year-over-year growth accelerated last year, the company reports.
- Retail partnerships are now treated as customer-acquisition channels.
- Expansions include bakeware and food storage lines, with more home categories planned.
“Made Better”: a large-scale out-of-home campaign
Caraway will roll out a big advertising push called “Made Better”. The effort blends subway takeovers, truck ads across New York, and live activations.
Where the ads will appear
- Columbus Circle subway station takeover.
- Creative running in thousands of MTA subway cars.
- Eight branded trucks driving through NYC through Adgile Media Group.
- In-person events tied to the campaign.
The campaign launched in early March and ties into digital work. Caraway will refresh its website with new creative and push influencers around product drops.
How the campaign fits the brand strategy
The goal is to become “impossible to ignore” by moving beyond performance-only digital ads. Executives say the campaign is a kick-off for broader brand-building.
- Position cookware as both non-toxic and design-forward.
- Highlight product testing by chemists and everyday families.
- Signal maturity to new audiences via premium out-of-home placements.
Product development as a competitive edge
Caraway emphasizes lengthy product cycles. Teams spend multiple years refining materials and finishes. The company says it is already planning a 2030 product pipeline.
- Initial focus: ceramic non-stick alternatives amid PFAS concerns.
- Now: expanded lines including bakeware and storage.
- Future: further entries into other home categories.
A creative shift: lifestyle imagery and influencers
Until now, Caraway leaned on product photography for social ads. The new strategy uses more lifestyle shots showing people cooking and living with the products.
- Influencer partnerships will support upcoming launches.
- Agency Brains handled creative for the new ads.
- Digital and OOH assets will tell a unified story.
Executives call the move bolder and aimed at new customer segments and personas.
Why out-of-home still matters to brands
Marketers say OOH provides a signal of seriousness. High-visibility placements can make consumers perceive a brand as established.
- OOH can cut through the noise of social feeds.
- Improved buying tools and measurement have made some inventory easier to access.
- Placement quality matters: tourist hubs outperform alley posters.
Early experiments and lessons
Caraway tested truck ads last year. The founder noticed many personal contacts reported seeing the trucks, which suggested impact beyond click metrics.
The brand plans to use that momentum to fund larger creative bets and reach audiences offline.
Retail and industry moves worth noting
- Coach launched a global Gen-Z campaign featuring high-profile ambassadors.
- Cava surprised investors with a same-store sales uptick amid a tough market.
- eBay announced layoffs shortly after acquiring Depop.
Recent coverage highlights from the space
- How AI is increasing return fraud for brands like Boll & Branch and Bogg.
- Claire’s appointed Jillian Cueff as chief merchandising officer.
- Sexual wellness brand Dame refunded customers over tariff surcharges.
